In the ’80s, technology advancements allowed media to reach people on global scales and enabled the creation of global markets. According to Avi Dan, this globalization motivated the five biggest ad and media companies to acquire smaller agencies, growing their share of global ad spending from 2% to 66% between them.
These big companies approached marketing campaigns and ad spending in a way that emphasized a few big ideas supported by big spending and and lengthy production schedules. Times have changed.
In today’s more crowded landscape, where social media and other digital dissemination tools and channels exist, businesses need more content produced more quickly – and often on smaller budgets.
As such, the focus has shifted from a single big, broad-reaching idea or campaign to lots of smaller, targeted ideas with personalized messaging and customer-centric experiences. And often from smaller agencies which can be more nimble, responsive and productive.
Learn more from Forbes in “Content Marketing Startups Usher In The New Age Of Mad Men”